Oracle's Moat awarded video viewability verification by ABC

With marketers under increasing pressure to show their online media spend is driving ROI, Oracle is trumpeting that its measurement and analytics arm Moat has been certified by trade bodies for online video viewability.

Oracle has today (14 November) announced that Moat has been certified by verification provider ABC for the principles of video viewability measurement, as prescribed by JICWEBS – a cross-industry organisation consisting of trade bodies representing brands, media agencies, publishers and tech outfits.

The enterprise software outfit purchased Moat for a reported $850m earlier this year, and has since gone about integrating it into its Oracle Data Cloud offering, with the company claiming that Moat passed all 32 tests across multiple behavioral scenarios and browsers to secure ABC certification for desktop video.

Jonah Goodhart, Moat cofounder and SVP of Oracle Data Cloud, said the certification was a particular merit, since this is the first year that ABC is offering its backing for video. “Time spent with digital video has gone up 115 percent over the past five years in the UK, and providing transparent measurement has become even more important to support this growth,” he added.

Simon Redlich, ABC, chief executive officer, said transparency is essential for the continued growth of the programmatic trading sector, especially as video is increasingly traded in such a manner.